Misfits: Why Not Fitting In Matters to Creativity in Advertising
Adam Sheridan, IPSOS
Marketers are gravitating more to media efficiency and data management and less on the time and resources to create high-quality advertising to drive effectiveness.
The value of “Creativity” is often pitched as the argument to invest in hiring creative agencies to produce advertising to drive end business sales and market share gains. But the problem with creativity is there is not a shared language as to what it means, nor the strength of contribution it makes to end effectiveness.
Ipsos ran a meta-analysis measuring end effects and the presence of creativity across thousands of video ads, with the goal of identifying what creativity really means in advertising and the role it plays in delivering end business effects. The application of the research is to help marketers better understand how they can leverage creativity to fuel business effects in their campaigns.
Are Your Distribution Strategies Working? Measuring Cross-Platform Audience Delivery Across All Distribution End-Points
Joan Fitzgerald, Management Science Associates
Programming decisions about video licensing, acquisition and scheduling are increasingly complex due to fragmentation across DTC/O&O, AVOD, SVOD, FAST, Live, VOD, MVPD and vMVPD. Programming executives require apples-to-apples comparisons between each distribution endpoint, for clear line-of-sight to how much audience is delivered and how audience delivery translates into ROI.
The challenge is data. 1st, 2nd and 3rd-party data must be co-mingled and transformed into standardized metrics. The reality is that each distribution partner delivers their own version of performance data — inconsistent, aggregated, non-standard and even measuring different things. The data rarely matches the publishers own Master data.
The FAST and the Furious: Does the Rise of SVODs Imply Consumers Reject Ad-Supported Content?
David Tice, HUB Entertainment Research
The evolving marketplace for premium video content has created fears that the initial swing of the pendulum – from “traditional” ad-supported linear networks towards subscription-based streaming services featuring no advertising – has substantively undermined the ad-supported model, demonstrating audience’s distaste for ads, which has even driven viewers to non-television media alternatives with no ads. While consumers are indeed making use of no-ad or reduced-ad options previously unavailable to them, we believe there appears to be little evidence they are abandoning ad-supported television or media altogether. These changes may indeed make accumulating audiences of the size used in the past more challenging.
Learn more and register for next week’s AUDIENCExSCIENCE conference on the ARF website.